Branding
Featured Branding Content
Marketing: Bachan’s Unveils Bold New Look; Archer Rolls Out First National Campaign
Japanese barbecue sauce brand Bachan’s has unveiled a refreshed visual identity and packaging design centered around its octopus mascot, Octo.
How Back To Nature Rebuilt With An ‘Insurgent Brand Mindset’
Back to Nature has reconstructed the basics of its operations while rebuilding its team and refining its approach to the better-for-you snack category two years after B&G Foods sold it to Barilla without a single team member.
Kodiak Co-Founder Brings Protein To Pretzels With Kindling Snacks
Cameron Smith jumped back into the CPG game this month, supported by a handful of his Kodiak colleagues, with the launch of protein pretzel brand Kindling Snacks.
Additional Content
How Iconic Candy Is Reviving and Modernizing Nostalgic Confections
Iconic Candy is seeking to make retro candy brands like Creme Savers, Bubble Jug and Regal Crown accessible to adults who remember them from childhood, as well as a new generation of consumers.
Seventy Percent Of Shoppers Try to Avoid UPFs, But Don’t Trust Brands to Help
The large majority of consumers believe food companies rely on ultraprocessing methods to produce food and pad profit margins, but they place little trust in these entities to share accurate information about what they are selling.
Global Flavors and ‘Female Rage’ Fuel Union Kitchen Event
Global flavors, heritage-inspired foods and “Female Rage” fueled Union Kitchen’s Meet the Makers event this past Sunday, drawing in nearly 100 vendors to sample.
Prices, Packs and Portfolio Reshaping: Inside General Mills’ Next Big Shift
Price-pack architecture, AI and continuous portfolio renovation were key themes during General Mills’ Investor Day Tuesday as it asserted its ability to meet changing consumer demands and produce “industry leading levels of margin management cost savings.”
How SMASH it! Foods is Catering to the ‘Modern’ Seafood Consumer
The Plant Based Seafood Co. this month is launching SMASH it! Foods, a new line of Superfood Salmon Balls.
Olyra’s Refresh Marries Greek Heritage With Mass Market ‘Appetite Appeal’
Olyra today unveiled a new identity featuring “vibrant, playful visuals,” food photography and a strategic hierarchy of the elements on-pack in order to “drive appetite appeal on-shelf” for its Greek-inspired products.
Marketing: Activia Brand Refresh Targets Gen Z, Milk Bar Teams With Premier Protein
Activia is getting a glow-up both inside and outside the cup, aimed at connecting with a new generation of consumers who are increasingly focused on gut health.
Buckwheat Is Building Momentum. What Brands Are At The Forefront?
Ancient regenerative grain buckwheat is growing its presence in the U.S. market, and three exhibitors at this year’s Summer Fancy Food Show presented a range of applications aimed at introducing the gluten-free, fiber-rich input into American diets.
Rebrand, Refresh: Beny Yogurt and Buldak Debut New Looks
Spring refreshes are in, and this is a combination you would never want to mix together. Here’s a look at two big image updates including one legacy Asian food player’s consumer awareness efforts and an entrepreneurial yogurt startup’s move to avoid growing confusion.
Tok-ing Trouble: How One Startup Is Navigating TikTok Shop
New sales channels don’t emerge often, but when TikTok Shop hit the scene two years ago, entrepreneurial CPG brands knew it was something worth paying attention to. However, as the platform has evolved, some growing pains have begun to pop up.